http://www.designcouncil.org.uk/news-opinion/power-branding
"What do we mean by the word brand?
The words brand and branding are thrown around liberally by all
sorts of people in different contexts and with different meanings
in mind, so it may help to start by asking: what exactly is a brand?
The simplest answer is that a brand is a set of associations that a
The simplest answer is that a brand is a set of associations that a
person (or group of people) makes with a company, product,
service, individual or organisation.
These associations may be intentional – that is, they may be actively
These associations may be intentional – that is, they may be actively
promoted via marketing and corporate identity, for example – or
they may be outside the company’s control. For example, a poor
press review for a new product might harm the product manufacturer’s
overall brand by placing negative associations in people’s minds.
To illustrate the idea, let’s take what is arguably the best-known
To illustrate the idea, let’s take what is arguably the best-known
product – or brand – in the world: Coca-Cola.
Although essentially just a soft drinks product, Coca-Cola the
Although essentially just a soft drinks product, Coca-Cola the
drink is eclipsed by the sheer might of Coca-Cola the brand.
This phenomenon is best summed up by the following quote
from a Coca-Cola executive:
If Coca-Cola were to lose all of its production-related assets in a disaster,
If Coca-Cola were to lose all of its production-related assets in a disaster,
the company would survive. By contrast, if all consumers were to
have a sudden lapse of memory and forget everything related to
Coca-Cola, the company would go out of business.
- Coca-Cola Executive".
In conclusion to this what they are saying is that as consumers we
decide what is a good brand - we make or break a company, we
chose to remember what we want to acknowledge thus having
direct impact on a brands success.
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